The Land of the Rising Sun is a star seller for guided tours - but how can clients avoid the crowds?

What images do your clients conjure up when Japan comes to mind?

High-tech cities and pagoda-filled historic districts are likely to be top of the list. But with the country experiencing record tourism (almost 37 million international visitors in 2024, according to the Japan National Tourism Organization) and having an ambitious target to attract 60 million overseas visitors by 2030, the places along its well-trodden tourist trail may find themselves getting crowded.

With Japan featuring on so many wish lists, how can agents balance clients' desire to tick off popular spots such as Tokyo and Kyoto with the benefits of going off the beaten track?

Yumi Takakubo, head of UK trade marketing and partnerships at the Japan National Tourism Organization, says: "Agents encouraging clients to visit lesser-known locations can start by participating in training, attending roadshows or subscribing to our newsletters as a way to build their knowledge."

Earlier this year, InsideJapan Tours announced a new strategy to promote 'undertourism'. It includes adding new tours and working with local organisations in five focus regions - Yamaguchi, Nagasaki, Toyama, Nagoya and Aomori - that receive only a small number of tourists but have the infrastructure and appetite to host more.

Kate Samuel, Japan tailor-made product manager at InsideJapan, says: "We suggest at least one or two of these places to fit within any trip, but they will probably end up being the highlight as they offer an undiluted version of Japan, rich in the culture and incredible people that make Japan so special.

For example, Nagoya sits between Tokyo and Kyoto and is often overlooked. Although an industrial city, it is the gateway to incredible samurai castles and beautiful towns."

Another region that is growing in popularity is Kyushu, the southernmost prefecture in mainland Japan. The balmy island is home to fascinating cities such as Fukuoka, and boasts a fantastic ramen scene.

To capitalise on growing interest, Asia specialist operator Wendy Wu Tours has recently introduced a Hidden Japan: Spirit of Kyushu trip.

Head of trade sales Gary King says: "This tour makes it easy - and exciting - to explore the country's untapped south, from the bubbling hot springs of Beppu to the dramatic volcanic landscapes of Mount Aso. It's ideal for clients who want something different but feel unsure about venturing beyond the well-worn path. A fully inclusive tour removes every obstacle - from transport to cultural barriers - giving agents the confidence to sell Kyushu as a seamless, enriching alternative."

How to visit Japan and beat the crowds